Opinion
Mudit Jaju
Jul 25, 2016

More than buying razors: Why Unilever acquired Dollar Shave Club

Unilever's billion dollar swoop for Dollar Shave Club isn't just about bringing a successful brand into its stable, writes the author - it's a recognition that the FMCG market may have changed for good.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Why Shah Rukh Khan still rules India’s brand universe at 60

1 Why Shah Rukh Khan still rules India’s brand universe at 60

Piyush Pandey dies at 70; the industry mourns a legend

2 Piyush Pandey dies at 70; the industry mourns a legend

Bingo! turns ‘Big No’ into its boldest punchline yet

3 Bingo! turns ‘Big No’ into its boldest punchline yet

Blog: How stigmatising Harmanpreet Kaur is hurting Brand India

4 Blog: How stigmatising Harmanpreet Kaur is hurting Brand India

Smriti Mandhana and Mithali Raj are the most liked female cricketers: Hansa Research report

5 Smriti Mandhana and Mithali Raj are the most liked female cricketers: Hansa Research report

ICC World Cup: Where does women’s cricket stand after historic win?

6 ICC World Cup: Where does women’s cricket stand after historic win?

Dentsu warns staff of data breach after Merkle hit by cyber 'security incident'

7 Dentsu warns staff of data breach after Merkle hit by cyber 'security incident'

NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

8 NDTV appoints Sucherita Kukreti as Senior Executive Editor and Prime Time Anchor

Cindy Rose says WPP performance 'unacceptable' as growth forecast downgraded again

9 Cindy Rose says WPP performance 'unacceptable' as growth forecast downgraded again

AI’s double-click: More speed, less soul?

10 AI’s double-click: More speed, less soul?

Related Articles

Unilever makes play for online razor market with $1bn acquisition of Dollar Shave Club
Marketing
Jul 21, 2016
Simon Gwynn

Unilever makes play for online razor market with ...

Unilever boosts marketing spend to 'drive desire at scale'
Marketing
Aug 01, 2025
Marianne Calnan

Unilever boosts marketing spend to 'drive desire at ...

Rural consumption continues to outpace urban markets in India’s FMCG sector
Research and Rankings
Nov 08, 2024
Campaign India Team

Rural consumption continues to outpace urban ...

FMCG TV, print ad volumes dip by 6% in H1’24: TAM AdEx report
Advertising
Oct 28, 2024
Campaign India Team

FMCG TV, print ad volumes dip by 6% in H1’24: TAM ...

Just Published

CIDCA 2025: The Jury Has Spoken (Once), and They're Gearing Up for Round Two
Awards
10 hours ago
Campaign India Team

CIDCA 2025: The Jury Has Spoken (Once), and They're ...

The Campaign India Digital Crest Awards (CIDCA) return in 2025 for their sixteenth edition, carrying forward a proud legacy of recognising India's most innovative, effective and result-driven digital marketing campaigns

Meta’s India penalty turns spotlight on consent economics
Advertising
16 hours ago
Campaign India Team

Meta’s India penalty turns spotlight on consent ...

As NCLAT upholds the INR 213 crore fine but scraps the data-sharing ban, the verdict redefines how privacy and dominance shape digital advertising strategy.

How a bad brand name can kill future growth
Marketing
17 hours ago
Adnan Pocketwala

How a bad brand name can kill future growth

Naming a brand needs science, not serendipity; blending a methodical approach, linguistics, semiotics, consumer psychology and strategic foresight.

40% of agency executives see retail media as a full-funnel solution
Media
18 hours ago
Campaign India Team

40% of agency executives see retail media as a ...

WARC's 'Future of Commerce Media' report pegs global retail media ad investment this year at $174.9 billion, up 13.7% year-on-year.